DYNAMIC PRICING FOR GUARANTEED ONLINE DISPLAY ADVERTISING
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United States of America Patent
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Issued Date -
Jul 17, 2014
app pub date -
Jan 11, 2013
filing date -
Jan 11, 2013
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Abstract
A system and method for dynamic pricing in a guaranteed display market includes: receiving attribute parameters and values for an incoming pricing query for an advertisement; calculating a base price for the advertisement using recent historical information from contracts matching the attribute parameters; calculating a price response by adjusting the base price to reflect market conditions; calculating a non-guaranteed display opportunity cost for the adjusted base price; and calculating a final price as a function of the adjusted base price and the non-guaranteed display opportunity cost, with the non-guaranteed display opportunity cost as a lower bound for the price.
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